CUSTOMER JOURNEY AND PERSONA 1 YOUGE XIAO | 2016.10.16 SHANGHAI - - PowerPoint PPT Presentation

CUSTOMER JOURNEY AND PERSONA

YOUGE XIAO | 2016.10.16 SHANGHAI

DEVELOP A SHARED UNDERSTANDING HELP PEOPLE IMAGINE HELP EXPERIENCES GROW MAKE EXPERIENCES REAL

• INFORM

& INSPIRE DESIGN

• F R O G D E S I G N A P P R O A C H

understand needs get the design right DISCOVER DESIGN DELIVER

DESIGN RESEARCH PROCESS

INSPIRE INFORM

• create the right design
• 3

I N F O R M / I N S P I R E D E S I G N

TELL A GOOD STORY

• 4

I N F O R M / I N S P I R E D E S I G N

• UNDERSTAND THE USER

step 1

I N F O R M / I N S P I R E D E S I G N

step 2

• BUILD THE CHARACTER

I N F O R M / I N S P I R E D E S I G N

• BUILD THE NARRATIVE

step 3

I N F O R M / I N S P I R E D E S I G N

PERSONA

• A persona is a model of people you are

designing for. It adds human context by describing patterns shared by a certain segment of target users, and showing individual’s behaviour, needs and wishes.

I N F O R M / I N S P I R E D E S I G N

PERSONA

I N F O R M / I N S P I R E D E S I G N

• 1. A conclusion of the user research
• utcome;
• 2. Example of possible features

combination set;

• 3. A tool for brainstorming;
• 4. A tool for internal communication;

• PARTICIPATE PROFILE
• PERSONA

}





P E R S O N A

• ARCHETYPE

1.

• LIFE STAGE

2.

• CONTEXT

3.

• MOTIVATION

4.

• USER JOURNEY

5.

• TOUCH POINTS

6.

• PROJECT-SPECIFIC ATTRIBUTES

… +

P E R S O N A

ATTRIBUTES OF A PERSONA

DOERS CONNECTORS CAUTIONARIES REALISTS

Seeking Relationships and Retail Therapy Fiscally Pragmatic and Aware Want Technology, Looking for Help Getting it Done, Technology or Not

• 12

P E R S O N A

ARCHETYPE EXAMPLE

P E R S O N A

ARCHETYPE EXAMPLE

https://insights.mastercard.com/theconnectorsproject/connectors.html

Just Married Family with Newborn Child Multigenerational Cohabitation Family with Grown Up Kid Single Matured Family

P E R S O N A

LIFE STAGE EXAMPLE

P E R S O N A

CONTEXT EXAMPLE

PERSONA 1 PERSONA 2 PERSONA 3



 

P E R S O N A

TOUCH POINTS

PERSONA 1 PERSONA 2 PERSONA 3



 

P E R S O N A

PERSONA MATRIX

BUY PLAN USE

Journey Focus Life Stage

Feature 1 Feature 2 Feature 3 Feature 4 Feature 5 Feature 6 Feature 7 Feature 8 Feature 9

P E R S O N A

FEATURE CLUSTER

PERSONA 1 PERSONA 2 PERSONA 3



 

P E R S O N A

• Projects are changing
• Market environments are changing
• User needs’ are changing

P E R S O N A

HOWEVER, THE CONTEXT IS CHANGING…

• Define needs and context

1.

• Adjust persona’s attributes

2.

• Use persona for brainstorming

3.

P E R S O N A

MAKE PERSONA ADJUSTABLE

PERSONA 1

   

P E R S O N A

MAKE PERSONA ADJUSTABLE

PERSONA 1



• BEYOND TIME
• BEYOND SPACE

• 1. Persona is different from archetype;
• 2. Persona is the outcome of qualitative research, which needs to be validated in

quantitative research;

• 3. Persona is not fixed - it needs to be updated from time to time;

P E R S O N A

ATTENTION



P E R S O N A

The Customer Journey Map is a synthetic representation which describes the main stages of an experience through the touch points across which the interaction can

• ccur.
• 25

I N F O R M / I N S P I R E D E S I G N

CUSTOMER JOURNEY

• 26

C U S T O M E R J O U R N E Y

SINGLE - LAYER

• 27

C U S T O M E R J O U R N E Y

MUL TI - LAYER

• 28

C U S T O M E R J O U R N E Y

CUSTOMER-FOCUSED

• 29

C U S T O M E R J O U R N E Y

PRODUCT-FOCUSED

C U S T O M E R J O U R N E Y

• ATTENTION

“In the realm of the mind a method is comparable to a crutch; the true thinker walks freely.”

—— Dutch Writer Godfried Bomans

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Thanks!